Muhammad Waqas Ayoub
Lahore
Summary
Sales and distribution leader with 18+ years of experience in FMCG, spanning sales management, business planning, trade marketing, retail, and key account management. Proven track record in B2B and B2C sectors, contributing to market share growth and business development at strategic and operational levels. Expertise in sales strategies, team leadership, and new market launches.
Overview
20
20
years of professional experience
1
1
Certificate
Work History
Regional Sales Manager
Pepsi Cola International
03.2020 - Current
- Achieved area sales volume targets of 300M PKR monthly
- Conducted performance monitoring and strategy sessions with field teams (ASM’s, TSO’s, DSRs)
- Increased operational efficiency by implementing digital tools such as Google Maps
- Ensured the execution of all trade promotions per agreed standards across territories
- Provided regular market intelligence to the head office
- Managed distributor relationships, driving mutual business growth
- Supported Head of Sales with region-specific tasks and projects
- Administrative: Ensured compliance with financial claims and operational SOPs in the assigned area
- Monitored secondary sales data and ensured data accuracy through DMS
- Coordinated closely with the supply chain for timely stock replenishments
- Developed the team through skill-gap analysis and targeted training sessions.
Branch Sales Manager
United Foods (Deemah)
South Province, Saudi Arabia
06.2019 - 01.2020
- Led a team of 40 to drive sales and marketing for 267 SKUs in the largest geographical region of DeemaH KSA, achieving 37M SAR in annual sales
- Accountable for meeting volume, value, and GP targets across channels (IMTs, LMTs, mini markets, and wholesale)
- Developed and executed trade marketing tools for diverse product categories (biscuits, creams, snacks, etc.)
- Negotiated contracts, securing full-block category displays, promotions, and sell-out plans with key accounts like Carrefour, Panda, and Tamimi
- Revamped pricing strategies for all channels, improving market positioning
- Administrative: Ensured the accuracy of financial claims and monthly allowances
- Coordinated with the supply chain for optimal transportation routes and stock replenishment
- Conducted annual reviews of shop data in collaboration with the Sales and MIS teams.
Regional Sales Manager
Volka Foods
01.2017 - 04.2019
- Led the regional sales team, overseeing a business worth 60M PKR per month with 21% national contribution
- Planned and executed regional trade marketing activations in collaboration with the brand team
- Managed diversified channels, including modern trade, retail, and wholesale, by developing customized plans
- Conducted market visits and competitor analysis, identifying opportunities for business improvements.
Regional Sales Manager
Ulker Pakistan
Central Region, Pakistan
12.2012 - 12.2016
- Appointed as the first sales manager for Ulker Pakistan, developing the entire sales and distribution structure
- Recruited and led a high-performing team of sales managers and supervisors
- Appointed distributors to cover retail, wholesale, institutions, and local modern trade
- Achieved market leadership in the layer cake segment by 2014, delivering 51% volume and 61% value growth
- Drove strategic initiatives such as in-store branding, merchandising tools, and new market ventures
- Achievements at Ulker Pakistan: Best Initiative Award: 'A Happy Moment with Ulker' (2015), Best Team Management Award (2014), Best Utilization of DMS Nationally (2014)
Area Sales Manager
Mondelez International
Multan Region
05.2009 - 12.2012
- Managed a region contributing 35% of CBL sales volume, overseeing 25 distributors and 6 territory sales officers
- Delivered 95% numeric coverage and implemented the CCMS for stringent sell-out data monitoring
- Executed seasonal display, merchandising, and range-selling campaigns
- Achievements at Mondelez: Consistently achieved growth and infrastructure development in 2010-2011
- Successfully implemented a customer channel management system to monitor sell-out data.
Area Sales Manager
Pepsi Cola International
Multan Area
01.2005 - 04.2009
- Achieved primary and secondary sales targets
- Led, trained, and coached the retail team while managing distributor Management
Education
MBA (Marketing) -
University Of Central Punjab
01.2002
Skills
- Sales & Distribution Management
- Business Planning
- Trade Marketing
- Key Account Management (LMT/IMT)
- FMCG Industry Expertise
- Team Leadership & Development
- Channel Strategy
- Supply Chain Coordination
- Market Intelligence & Analysis
- Conflict Resolution & Problem Solving
Certification
- Sales Fundamentals
- Objection Handling
- Route to Market & Merchandising Skills
- Presentation and Communication Skills Training
Timeline
Regional Sales Manager
Pepsi Cola International
03.2020 - Current
Branch Sales Manager
United Foods (Deemah)
06.2019 - 01.2020
Regional Sales Manager
Volka Foods
01.2017 - 04.2019
Regional Sales Manager
Ulker Pakistan
12.2012 - 12.2016
Area Sales Manager
Mondelez International
05.2009 - 12.2012
Area Sales Manager
Pepsi Cola International
01.2005 - 04.2009
MBA (Marketing) -
University Of Central Punjab
Quote
There’s no shortage of remarkable ideas, what’s missing is the will to execute them.
Seth Godin
Work Availability
monday
tuesday
wednesday
thursday
friday
saturday
sunday
morning
afternoon
evening
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+92-3268013949
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